Can Pokémon GO catch brands? The fit effect of game characters and brands on efficacy of brand communications
Author:
Affiliation:
1. School of Media and Journalism, University of North Carolina at Chapel Hill, Chapel Hill, NC, USA
2. Williamson College of Business, Youngstown State University, Youngstown, OH, USA
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2018.1471614
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